在线评论对消费者行为意愿的影响——基于数值型在线评论的效价

The Impact of Online Reviews on Consumers’ Intentions——Based on Valence of Numerical Online Reviews

数值型在线评论的效价作为一种最为简单常见、在电商平台长期客观存在且容易获取的在线评论特征属性,在相关研究中受到学者青睐。近年来的研究发现,其对于消费者购买行为意愿的影响力正在降低。在前人研究的基础上,从消费者对信息需求的变化以及网上实际情况入手,分析了数值型在线评论效价对于消费者购买行为意愿影响力降低的原因并提出了相关假设。研究结果表明,数值型在线评论的效价对消费者筛选商品的行为意愿产生影响,其前提是让消费者感知到不同商品之间数值型在线评论效价的差异。此外,当消费者无法感知商品之间数值型在线评论效价的差异时,可以通过引入新的表现形式扩大消费者对不同商品之间的感知差异。

As one of the most simple and common characteristic attributes of online reviews that exist objectively and easily on ecommerce platforms for a long time,the online-review rating is favored in relevant researches. However,researches have found that its influence on consumers’ purchase intention is decreasing in recent years. On the basis of previous studies,starting from the changes of consumers’ demand for information and the actual situation on online shopping,the reasons why the influence of online-review rating on consumers’ purchasing behavior intention decreases are analyzed in the paper,and relevant hypotheses are put forward. The results show that online-review rating has an effect on consumers’ behavioral intention to select products. The premise of its influence on consumers’ behavioral intention is to let consumers perceive the difference of online-review rating among different products. In addition,when consumers do not perceive the difference in the online-review rating among products,new forms of online-review rating can be introduced to expand the differences in consumers’ perception of different products.